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5 Best Practices of Modern Internet Advertisers

Posted on 3.02.2014

Advertising to today’s modern consumers takes equal parts accommodation and innovation.

The majority of Internet users put their blinders on when it comes to digital advertising, but the advertising industry is incredibly vibrant courtesy of some savvy-minded professionals and the companies that pay them. Here are five best practices of modern Internet advertisers.  

1. Motivation Type Comes First

The ads delivered to someone who is “on the go” using their mobile device, compared to someone who is stationary at, say, their work desk, should be a completely different experience. What motivates a desktop user to click on an ad varies drastically from what motivates a mobile user to engage with an ad. Beyond that, mobile application users also have different motivations, as the in-app experience tends to be one where the user has more time to interact with the content. 

Zumobi is a leader in regard to pushing in-app brand and content experiences – and they do it well with huge names like Chevy, America Express and others finding success with the mobile media company. 

In fact, with Zumobi’s campaign for Chevrolet, users spent as high as 6.4 minutes interacting with the ad. Read more about the Chevy ads here. Also, check out the “State of Mobile Ad Design,” with the co-founder of Zumobi.  

2. Retargeting is Required

Display and search advertising owes retargeting a drink, because it’s completely responsible for the modernization of both. While users have become accustomed to ignoring digital ads, retargeting personalizes the messaging that they are served and helps remind Web users of products or companies they once showed interest in. Merchants love retargeting because they can recover “cart abandoners” and offer real-time incentives to who they’ve deemed “high-value” customers. 

The best part of retargeting is that there are generally no upfront costs. Check out Website Magazine’s, “MASTER LIST of Retargeting Solutions.”

3. Privacy is Top-of-Mind

Many digital advertisers are under the false impression that ad networks will ensure they are privacy compliant, but as Website Magazine readers will discover in the March issue, Google has blamed its advertisers for not following policies. In short, advertisers need to have their own backs when it comes to what is considered off limits when it comes to privacy (like race, religion, sexual orientation, health information, etc.). 

Make sure to read more about pervasive privacy issues in, “The Pulse of ‘Net Advertising.”

4. Look-Alikes are Leveraged

From the device type a user is on, to how the messaging is personalized to them, relevancy is hands down the most important factor in modern advertising. Today’s savviest brands are purchasing data from the likes of BlueKai to ensure relevancy, but the even savvier are leveraging that data to target influencers and look-alikes.

Last year, Rio SEO announced an integration with BlueKai, which allows, “smart digital marketers to learn much more about their influencers, remarket to them and identify many more social look-alikes in the process,” according to Ben Straley, VP of social technologies at Rio SEO.  

5. Fraud is Undermined 

An industry plague for sure, fraud puts a major damper on brands’ advertising efforts. Click fraud, in particular, is still not under control with last year’s data showing that just one “botnet code” cost display advertisers more than $6 million monthly because it emulates human visitors - driving costs up. Additionally, Improvely reports that 17-29 percent of clicks on paid ads are fraudulent.

Modern digital advertisers worth their sault are leveraging fraud monitoring with one of these “6 Super Click-Fraud Monitoring Solutions.”

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